Table 2 Overview interviewed experts of ten case study organisations In the second phase, we conducted a number of formal (online) and infor- mal (telephone) interviews. The interviews were semi-structured and based on a protocol that included open questions (see Appendix A) that were designed to contribute to the consistency and reliability of the results (Denzin 2009). In all, 18 in-dept h interviews were conducted with various supp ier representa- tives combining two key roles in each interview, namely, a client representa- tive (partners, directors, senior vice presidents) and AI Subject (SMEs), in ord ees were selec vices towards clients. The interviewees 1-4, 6, 8, 10, 12, 14— and C-level -1 experience, and and 11 are seni with + 10 years ft a ae er to gain insight into day-to-day operations. Al ted based on their involvement in establishing Matter Experts the interview- Al-related ser- 8 have C-level eaderships positions in global leading suppliers and + 20 years of are leading global AI engagements, where the interviews 5, 7, 9 or AI SMEs delivering AI engagements to globa of experience. a ee 2 ee ee ee re rr | ee top tier clients a ce 2